Marketing Report IELTS Listening Answers With Audio, Transcript, And Explanation

Luyện tập đề IELTS Listening Practice với Marketing Report được lấy từ cuốn sách IELTS Official Cambridge Guide to IELTS - Test 7 - Section 3 kèm Answer key, list từ vựng IELTS cần học trong bài đọc và Free PDF & Audio Transcript Download với trải nghiệm thi IELTS trên máy và giải thích đáp án chi tiết bằng Linearthinking

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Marketing Report IELTS Listening Answers With Audio, Transcript, And Explanation

👂️ Audio and questions

Why did Leo choose instant coffee as the topic for his marketing report?

He found plenty of material on the topic.

He had some practical experience in the area.

He had an idea of a brand he wanted to target.

Leo discovered that in Australia, recent technological developments

are producing less healthy types of instant coffee.

are reducing the demand for instant coffee.

are improving the quality of instant coffee.

What do the speakers agree about Leo’s table of coffee products?

It needs more explanation in the text.

It is factually inaccurate in some places.

It would be best to put this in the appendix.

What do they decide about the description of Shaffers coffee as a market follower?

Leo needs to define his teams.

Leo needs to provide more evidence.

Leo needs to put it in a different section.

What does Anna say about originality in someone’s first marketing report?

Clear analysis of data can be considered original.

Graphs and diagrams should be original, not copied.

Reports should contain some original data collected by the student.

What difference between his school assignments and this report has surprised Leo?

not knowing the criteria for getting a good mark

being required to produce work without assistance

having to do a great deal of research

Notes on specific sections of marketing report

Executive summary
Give a brief overview including the
7
﻿﻿
Problems
Link each problem to a
8
﻿ which explains it
Implementation
Practical solutions to problems
Include details such as participants,
9
﻿ and sequence
Section is often poorly done because of lack of
10
﻿﻿
Conclusion
Don’t use new material here

❓ Transcript

Marketing Report

Leo:

Anna, I wanted to ask you about my marketing report. I’m not sure about it …

Anna:

That’s OK, Leo. So what do you have to do?

Leo:

Choose a product or service then compare two organisations that produce it. I’m doing instant coffee.

Anna:

But haven’t you got a weekend job in a clothing store? Why didn’t you choose clothing?

Leo:

That was my first thought, because I thought it’d give me some practical examples, but when I searched for men’s clothing on the Internet there were hardly any articles. So then I looked for coffee and I found there were tons.

Anna:

Yeah, there are so many brands on the market now. OK, so how much have you actually written?

Leo:

I've done part one, on economic and technological factors. I found some good data on technological changes, how in Australia fewer people are buying instant coffee because of cheap coffee percolators that they can use to make real coffee at home.

Anna:

But there's also a movement away from drinking coffee...

Leo:

... switching to things like herbal teas instead because they think it's healthier? But that's not really to do with technology, it's more cultural. Anyway, for part two I'm comparing two instant coffee companies, CoffeeNow and Shaffers, and I've made this table of products.

Anna:

Right. Let's see ... so you've got the brand names, and prices and selling size, and descriptions. OK, the table looks good, you'll get marks for research there. Where will it go?

Leo:

In the section on the marketing mix, under Product'.

Anna:

Not in the appendix?

Leo:

No.

Anna:

OK, but it's too factual on its own, you need to add some comment in that section about the implications of the figures.

Leo:

Right. I'll do that. Now I want to say that I think that Shaffers is more of a follower than a leader in the coffee industry. Now, I'm putting that in the section on market share. Does that seem OK?

Anna:

Let's see ... so you've begun by explaining what market share is, that's important, but you've got to be careful how you give that opinion.

Leo:

Do you think it should go in another section?

Anna:

Well, it's fine where it is but you've got to back it up with some data or they'll say your report lacks weight.

Leo:

OK. One thing I'm worried about is finding anything original to say.

Anna:

Well, since this is your first marketing report, you're not expected to go out and do interviews and things to collect your own data, you're just using published data. So the analysis you do might not throw up anything that people didn't know before.

Anna:

But the focus is more on how you handle the data - I mean, you might take something like a graph of sales directly from a website, but what makes your work original is the perspective you provide by your interpretation of it.

Leo:

Oh. You know, it's all so different from business studies assignments at school. It's really surprised me.

Anna:

What, how much research you have to do?

Leo:

I expected that. It's more ... I knew exactly what I had to do to get a good grade at school - and I knew I'd be expected to go more deeply into things here, but I haven't got information on how the lecturer is going to grade my work - what he's looking for.

Anna:

Well, one thing you have to remember is that in a marketing report you've got to have what they call an executive summary at the beginning. I forgot that and I got marked down.

Leo:

Yeah, I've drafted it. I've got an overview.

Anna:

Have you got something about the background there?

Leo:

Yeah.

Anna:

Good

Leo:

So I've just made a summary of the main points. I wasn't sure whether or not I should have my aims there.

Anna:

No, that's too personal. The executive summary is just, like, what a manager would read to get a general idea of your report if he was in a hurry.

Leo:

Right. Then I'm OK for the first main part, all of the macroenvironment stuff, but it's when I get onto the problems section ... I've listed all the problems that CoffeeNow and Shaffers are facing, but then what?

Anna:

Well you have to prioritise, so indicate the main problems, and then you analyse each one by connecting it with a theory... that's where your reading comes in.

Leo:

Anna:

Have you done your implementation section yet?

Leo:

I've thought about it - so that's where I write about what could be done about the problems.

Anna:

Yes, and it's got to be practical so don't forget to specify things like who would be involved, and the cost, and the order that things would be done in.

Leo:

Right. Well that shouldn't take long.

Anna:

You'd be surprised. Actually that's the bit that tends to get badly done because people run out of time. That and the conclusion...

Leo:

Any hints for that?

Anna:

Well, it's got to draw out the main points from your report, so it's got to be quite general. You need to avoid introducing new stuff here, it's got to sum up what you've said earlier.

Leo:

OK. Thanks Anna. That's been a big help.

🔥 Answer key (đáp án và giải thích)

Giải thích chi tiết

Mình cần nghe xem tại sao Leo chọn instant coffee làm topic cho bài report của anh ấy
=> Đáp án sẽ tới khi nghe "I’m doing instant coffee." 
﻿ Sau đó Anna có hỏi tại sao không chọn clothing 
      Leo trả lời rằng đó là "first thought"- "but when I searched for men’s clothing on the Internet there were hardly any articles."
=> Khó tìm được bài viết nào

﻿ Leo nói tiếp "then I looked for coffee and I found there were tons."
=> Tìm coffee và ra rất nhiều tư liệu bài báo (tons=plenty) 
=> Đáp án đúng là A ﻿﻿

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